2016-04-14 16:15
Ni Zhiyong: industry speed and sustainable development
 [straight news network Beijing April 11 -- (the distribution time "Zhi Yong Ni) Zhi Yong Ni, Secretary General of the China Health Care Association Marketing Committee of experts, the expert committee, China's Direct Selling Industry Development Forum Organizing Committee of experts, the distribution of time magazine freelance writer, engaged in research and direct marketing industry 10 years, participate in the number of direct selling enterprises the case planning, dominated by dozens of companies Shen card materials and full consultancy work, now a group serving sea domain, the current Beijing sea domain enterprise management consulting Co., Ltd. executive vice general manager.
A few days ago, the circle of friends to see a few words: Sunny in repairing the roof, and is very suitable to the situation of China's direct selling industry, for industry good singing, is energy advocacy has always been esteemed a magic weapon of the direct sales market, in the 26 years of development of the Chinese market, the direct selling industry with such a voice singing all the way, did not let direct marketing practitioners disappointed and didn't let you down.
Coincides with the number of brand speed to accelerate, "healthy China" national strategy put forward, "the golden age of the direct selling industry" argument will spread like wildfire, immediately uproar. There is no denying that the direct selling industry is indeed in a very good times, that is, the title of the "sunny"".
First is the economic environment, economic growth slowed down year by year, more and more capital and enterprises pay close attention to the health industry, in order to points a cup of soup, this kind of concern for the industry concerned is a booster, health care industry for more than 30 years of precipitation, also wait for a critical burst point. Followed by the policy background, healthy China rose to the national strategic level, no doubt to the industry, the industry point of a fire, inspired by the industry's energy, but also ignited the passion of capital. To see the direct selling industry, 2015 approved consult the speed of 23 home direct selling enterprises, the Ministry of Commerce on the direct product range, the release of the direct selling enterprises service network management approach (Revised Draft) ", the Ministry of Commerce and the State Administration for Industry and Commerce on Announcement No. 7, in 2016 the direct product range on the announcement" and so on. All of these show the national policy level open and supportive attitude. Once again, is consumer acceptance, influenced by the factors of history, direct sale, direct selling enterprises, especially direct marketing practitioners in the minds of consumers in the image has been not so mainstream, in such consumer acceptance, the direct selling industry step by step development to now. Industry in the development, consumers are in the growth, with the information sharing, improve the degree of identification, differentiation increased demand, direct selling enterprises charity won the applause, direct products of excellent quality has been recognized, direct marketing practitioners Yang Guangzheng energy has been developing.
Traditional industry downturn and the direct selling industry prosperous in sharp contrast, media, direct marketing practitioners of the direct selling industry is energy advocacy, plus capital on development speed, profit rate of natural concern, direct marketing, direct selling enterprises in traditional entrepreneur mind posted on the "high growth" label, seems to have become transformation for the enterprise the inevitable road and investment in highlands, valiantly dash to enter: Shen card, boot, round down to hit the tens of millions, Volkswagen Shen card, peoples from the disk. Surge of talent demand leads to the worth of direct marketing practitioners like 2015 shares as, all kinds of people have done a trader, direct selling market dealers turned into the professional managers. As a result, industry as a whole to the upside at the back have some forays case, industry and some sound, and entrepreneurs had heard or imagined completely different.
Again and professional cooperation, but also unlike before then placed open, happens to direct the operation requires a relatively large space, results on the formation of the contradiction, the teething problems lead to owners and professional managers together become the norm, the market will in the "three step and two steps back" the rhythm of hesitation amble. Beginning is not good lose half. Zong Qinghou described "as Internet plus" industry ": on the surge will inevitably turned down, so that we learn a lesson, because" a bay has a fall "phenomenon to" direct speed "poured a pot of cold water, any industry enterprises have to follow its own law of development, the way sing the direct selling industry is no exception, especially the start of the new market direct selling enterprise, can fight, but must be professional, operate steadily, can not spoil things by excessive enthusiasm.
Looked up to pull the car, looked down the road, the beginning of the industry and growth stage, the enterprise should be the main attack, mature stage, the party see the enterprise "keep" the foundation. China's direct selling industry is still in the growth stage, but in the early part of the direct selling enterprises already ahead of time spent their rapid growth phase, has entered a period of adjustment, are still enjoying the golden age of the industry brought about by the stage of the bonus. But bonuses are not lasting, abundant rainfall and good harvests, crops are harvest, the harvest is not good to catch up, it would have to exert all over skill over the winter, this competition will be hard strength and innovation ability. So, our enterprises should be taking advantage of the "golden age" to enhance their own hard strength and ability to innovate, filled his own short board, also let the plate length is longer, when the weather is sunny repairs the roofs of their houses, unapt unaware, so as to ensure the sustainable development of the future. So, enterprises should improve their hard power and innovative ability from what aspects?
Mainly depends on the enterprise support system can ensure enterprise sustainable development, enterprises in different development stages of enterprise support system have different requirements, please don't blindly to set performance targets, to see their companies have much performance support, such as research and development system can support the category of product differentiation and system can meet the body of 10 billion market, supply chain system can ensure that the products of timely supply, management system whether matching market demand... These constitute the performance of the enterprise support system.
Direct the performance of enterprises from the market, therefore, increase the marketing team and to reduce, and stay directly determines the performance of enterprises, from the marketing team is not only because of the low income can have many kinds of reasons: the product can not, no customer service service, bonus payment is not timely delivery, can not arrive in time, the corporate culture is not awesome, education and training support is not enough and so on. A simple example: shipping industry can not arrive in the hands of customers is a common phenomenon, direct members of the cause, loyalty to the platform, has been inclusive of this "delay", resulting in direct selling enterprises has not put logistics into a very important sector, this issue I have with Mr. Niu Yongjie, chairman of masukuni logistics do through in-depth exchanges, Mr. Niu said, found in the service business process, because the market will have the characteristics of the direct selling performance surge phenomenon, it will face a sudden increase in orders, coupled with the large enterprises in the electricity supplier sector force, more and more complex types of goods, will be a challenge for logistics, to the warehouse with the capacity requirements are very high, most direct selling enterprises are to point out the goods will think of looking for professional logistics companies to help, cramming is affecting the quality of service. Enterprise logistics warehouse distribution as a part of the supply chain system, ahead of the layout planning, overall service capacity improvement is not happen overnight, infinitus (China) Co., Ltd. supply chain logistics chain is after years of demonstration method and system construction of forming enterprise now service support system is an important part of. Therefore, direct selling enterprises improve market performance at the same time must pay attention to their own performance support system is able to match, otherwise will be restricting the performance of development short board. Like people run fast easy to fall to, enterprise development too fast, there will be unbalanced phenomenon, fall probability will increase a lot, rate has already exceeded the ability to control, so any enterprise development speed must with all relevant plate matching the advancing, absolutely not unilaterally can be achieved.
A veteran of the direct selling enterprise development to a certain stage, enterprises have entered a bottleneck in the adjustment stage, the performance will be wandering in a certain amount, must be in the development of enterprises of a certain link has encountered a problem and lead to the development of persistent, so enterprises should do specializes in the diagnosis and assessment of the status quo, in line with the development stage of enterprise strategic planning.
Whether for budding of direct selling enterprises or the old direct sales company, I hope the media or, direct marketing practitioners worth mentioning, pregnant with a single industry responsibility, do not use "performance" and "fast" the kidnapping of direct selling enterprises, as a marketing model, is not a panacea, it is not a panacea, remove the "apotheosis" label and coat. Objective to read industry, cool speed, sunny day in repairing the roof, in order to in the next round of competition is not left behind, truly sustainable enterprise development. 3
(original title: direct access to the high growth period of the speed and sustainable development of the industry and sustainable development
Editor: Xiao Shen
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